Advertising campaign and summary assignment, 2000 words. Half powerpoint, 750 word essay

Watch the youtube video in the document to understand the assignment as well.

Some links are given at the end for referencing, also attached documents to get ideas and see if they have any readings mentioned to use in the assignment.

https://www.youtube.com/watch?v=ZSjft5eY7H0

WATCH VIDEO

Objective:

To create an effective and innovative campaign strategy that addresses the "problem/issue/desires" of the advertiser and the employment of techniques to connect to a target audience. Key concepts/words/theories appropriate to your campaign and derived from the unit's readings and materials must be integrated into your Campaign and your Campaign Summary analytical description.

Style/format of the presentation:

There are two parts to this assignment:

PART 1: The Campaign Strategy - Present a campaign aimed at a client in an effort to convince them to hire your agency to manage their advertising campaign. Give a name to your advertising agency!

You can present this campaign pitch eitheras a PowerPoint with additional text/script in the notes section below your slides - this would be what would be spoken in the presentation. The word length of this text/script should match the recommended word totals as allocated below. (not more than 10 minute long)

Divide your analysis into the key elements of a campaign:

1) Background Research and analysis based on issue/problem/desire. Be aware that you do not have to conduct this research, but you can creatively project what the research will find and how it informs the other elements of the campaign. It is the research focus that will determine many of the other elements of the campaign. (1 slide + <150 words)

From this work - identify the parameters of your campaign in a simple sentence or phrase.

2) The Target Audience. Identify a target audience for your campaign and use appropriate key words to map out this market effectively. Establish the profile of the market as you understand it. (1 slide + <100 words)

3) Advertising Objective. As simply as possible identify your objective in your advertising. Develop key words, key emotions, key formations of desires and how this will produce the appropriate consumer response. Be creative how you present this (1 slide + <100 words)

4) Creative Strategy. Present your creative material here. In a series of storyboard images, present your material. It is not expected that you make an advertisement here and even the most simple stick drawings will serve as a storyboard for your campaign. If you are comfortable in making more sophisticated images, this is the location for you to play with the different technologies of producing images for your PowerPoint. What must be included - beyond the images - are the following:

(a) the basic slogan/catchphrase of the campaign

(b) The basic image of the campaign

(c) The potential transformation of the image as the campaign advances over time

(d) Your explanation of how these elements fit the advertising objective/target audience of the previous slides

No more than 3 slides + 200 word script/text

5) Media Strategy

Outline the different media you would target and your timeframe for the rollout. Explain the targeting related to the audience of consumers and the media types that would find that target. All campaigns have to address the use or non-use in their explanations of:

(a) Television, radio, print, online media, social media, outdoor advertising, viral marketing, promotional campaigns, sponsorships/endorsements

(b) The ratio and emphasis of these various parts of the campaign and how the creative material is adapted to each of these environments has to be thought through in terms of their relative cost.
No more than 3 slides + 200 words script/text

6) Conclusion. Last slide - be creative as you sum up your pitch (1 slide + 50 words)

Campaign Summary Analysis:

In a short essay, identify where the product/service and your campaign fits into the structure of advertising studies in the unit. Identify links and insights from readings/ ad analysis that helped inform your interpretation. Integrate where appropriate the relationship of your campaign to branding, to new directions in connecting and attracting the attention of consumers, political campaign advertising, the new generation of consumer and commodity activism, and advertising and globalization. This essay is a critical commentary piece that demonstrates an understanding of the literature particularly related to the second half of the unit as well as a capacity to identify patterns and forms of analysis from the first half of the course that helped you situate your campaign in contemporary advertising and promotional culture (no more than 750 words). A bibliography is expected to be included at the end of this summary analysis.

Develop your campaign from one of the following company campaign tenders:

1) Malaya Airlines (known as MAL) has suffered a series of tragic airline disasters. They are looking for an advertising campaign that relaunches their brand with the idea of safety and security combined with the idea that they are still a cheap/budget international airline.

2) A very successful Chinese company is trying to challenge Facebook and Twitter in the English-speaking world (they have already established themselves successfully in social media in China and have over 200 million users, but only in China). They need a new name and are looking for a campaign that will launch this name. Develop a strategy that tries to extend this social media player into the rest of the world. They need something that differentiates themselves from Facebook and Twitter that makes their service better and they need a strategy that works to build quickly millions of users. The campaign is therefore not only building the new name, but identifying something that this company can sell itself as better or more contemporary than the big international players in social media.

3) A leading Australian politician and a former leader of the Liberal Party, Tony Turnbull, has decided to launch a new party in Australia. He wants to position his party as a centrist party between Labor and the Liberals and senses that Australia is looking for some new directions in its political scene and culture. It is 1 year out from the next federal election, and Mr Tony Turnbull is looking for an advertising campaign that will lead into the election and make his party a viable alternative by the time the official date of the election campaign is announced. The campaign then is not an election campaign, but getting a party positioned as a legitimate alternative to the government and opposition before the election campaign is announced. The campaign has to develop a name and a slogan that establishes the party as different, distinctive, contemporary and vital.

4) An alternative fitness/gym - Guru Fitness - has just been bought by a giant multi-national corporation. It wants to expand the brand from it small origins into something everyone associates with fitness. The fitness/gym market is very saturated and it realises it has to present something unique to the world to get those wanting to be fit, but not attracted to the usual fitness gym of mirrors and television. The campaign is to expand this brand without losing its alternative relationship to fitness. One of its directions that it has already established is an online presence that has made members feel like they are part of a community and team through regular contacts and encouragement from both Guru and other members.

5) An Australian television network, the 6 Network has recently bought a new series called "Intern this". It is a series that looks at the lives of interns in various jobs. By its focus, it is looking at young people and this represents the challenge. The 6 Network is known to pick up audiences that are generally 55 and older and it realises that this audience is less and less attractive to advertisers. It sees this series as instrumental in repositioning the network as where the hip and youthful (18-30 year olds) see themselves and where advertisers see that they can connect with them. This campaign has to position the series "Intern This" so that when it debuts it attracts this new younger audience. The network needs a campaign that attracts people to this show that are not already watching their network programs. It requires some creative ideas about how to produce enticing ads as well as connecting to where these young people can be found in our contemporary media world.

6) Bank of North America is known as a powerful financial institution; however it has a problem in having an impact in Australia because it is seen as a foreign bank and foreign influence. To that end, it is looking to a name change, but wants to maintain its powerful brand. It needs a campaign that introduces the bank as BNA (it has been known as Bank of North America) in a way that makes it look unthreatening and friendly as well as safe and secure. It wants to link its old name to the new name and it wants to make it seem like it is now the neighbourly choice for all Australians.

7) Touche - a toilet paper company - wants to develop a campaign that identifies that it is the strongest toilet paper on the market. They have done some of their own research and have discovered that the prevalent opinion of Touche is that it is very soft, but it is perceived as ‘weak', which is a danger for a toilet paper company and it is worried it will lose its market share. It has discovered that its new version of Touche is in fact the strongest on the market and does not tear easily. The company is looking for a campaign that announces this and hits back hard on its competitors in a very tough market. It also wants to ensure that the soft quality of Touche as a brand endures in this new campaign and it isn't lost in this repositioning drive.

8) An inventor in Geelong has designed the first successful solar car that can be mass-produced. Its weakness is that its battery lasts approximately 6 hours. It can achieve the speeds of other cars, but the inventor has been adamant that it cannot have any other type of fuel/energy source to extend its running time. If successful, this could regenerate the car industry in Geelong and the government at all levels has backed the development and marketing of this car along with a very rich consortium of companies that were affiliated with the older car industry in Victoria. They now need a campaign to sell the car. In that campaign, they need a name and a campaign that identifies the unique qualities of the car and its ultimate environmental friendliness. The company has done some research and discovered that 70% of drivers never drive more than 6 hours in a day in their lives which represents a huge potential market, but few people are aware that this limitation would not really affect their driving at all.

Links to see:

http://www.bestadsontv.com/best/print

http://www.adweek.com/press/magazine

http://blog.ted.com/ads-worth-spreading-2014/

http://www.viralnova.com/creative-print-ads/